Developments in Marketing Science:Proceedings of the Academy of Marketing Science

Luca PetruzzellisRussell S. Winer Editors

Rediscovering the Essentiality of MarketingProceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress

Rediscovering the Essentiality of Marketing

More information about this series at http://www.springer.com/series/13409

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Luca Petruzzellis • Russell S. Winer Editors

Rediscovering the Essentiality of Marketing Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress

ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-29876-4 ISBN 978-3-319-29877-1 (eBook) DOI 10.1007/978-3-319-29877-1

Library of Congress Control Number: 2016945753

© Academy of Marketing Science 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifi cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfi lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specifi c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.

Printed on acid-free paper

This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland

Editors Luca Petruzzellis Department of Business and Law Studies University of Bari Aldo Moro Bari , Italy

Russell S. Winer Stern School of Business New York University New York , NY , USA

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AMS Offi cers (2014–2016)

President Linda Ferrell, Belmont University, USA

Executive Vice President/Director Harold W. Berkman, University of Miami, USA

President-Elect Adilson Borges, NEOMA Business School, France

Immediate Past-President Victoria Crittenden, Babson College, USA

Vice President for Publications O.C. Ferrell, Belmont University, USA

Vice President for Programs Julie Guidry Moulard, Louisiana Tech University, USA

Vice President for Membership-North America Angeline Close, University of Texas at Austin, USA

Vice President for Membership-International Nicholas Paparoidamis, IESEG School of Management, France

Vice President for Development Michael Ewing, Deakin University, Australia

Secretary/Treasurer Lauren Beitelspacher, Portland State University, USA

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Co-Chairs, Board of Governors Joseph F. Hair, Jr., Kennesaw State University, USA Barry J. Babin, Louisiana Tech University, USA

Co-Directors of International Programs Jay D. Lindquist, Western Michigan University, USA Barry J. Babin, Louisiana Tech University, USA

Director of Consortia Greg Marshall, Rollins College, USA

Associate Directors for Programs Brad D. Carlson, Saint Louis University, USA D. Todd Donavan, Colorado State University, USA

AMS Offi cers (2014–2016)

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AMS Board of Gove rnors (2014–2016)

Barry J. Babin Louisiana Tech University, USA Co-Chair (2010–2016)

Joseph F. Hair, Jr. Kennesaw State University, USA Co-Chair (2012–2018)

Gérard Cliquet Université de Rennes, France (2010–2016)

John B. Ford Old Dominion University, USA (2012–2018)

Michel Laroche Concordia University, Canada (2012–2018)

James R. Lumpkin University of Texas at Tyler, USA (2010–2016)

Leyland Pitt Simon Fraser University, USA (2010–2016)

Rosann Spiro Indiana University, USA (2012–2018)

Adel El-Ansary University of North Florida, USA (2014–2020)

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Linda Price University of Arizona, USA (2014–2020)

Bodo Schleglmilch Vienna University of Economics and Business Administration, Austria (2014–2020)

Eli Jones University of Arkansas, USA (2014–2020)

AMS Board of Governors (2014–2016)

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2015 AMS World Marketi ng Congress—Track Chairs

Conference Co-Chairs Luca Petruzzellis , University of Bari Aldo Moro, Italy Russell S. Winer , The Stern School of Business , New York University, USA

Business-to-Business Marketing Paul Matthyssens, Antwerp University, Belgium Michele Paulin, Concordia University, Canada

Consumer Behavior Andrea Bonezzi, New York University, USA Monika Lisjak, Erasmus University, The Netherlands

Marketing Mix Modeling Marc Fischer, University of Cologne, Germany Koen Pauwels, Dartmouth University, USA

Digital and Social Media Marketing Charles Hofacker, Florida State University, USA Carlos Flavián, University of Zaragoza, Spain

Entrepreneurship and Small Business Gaetano Aiello, University of Florence, Italy Alberto Pezzi, University of Roma Tre, Italy

International Marketing Saeed Samiee, University of Tulsa, USA Brian R. Chabowski, University of Tulsa, USA

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Cross-Cultural Research Catherine Demangeot, IESEG, France Cheryl Nakata, University of Illinois at Chicago, USA

Health and Social Marketing Debbie Isobel Keeling, Loughborough University, United Kingdom Ting Yu, University of New South Wales, Australia

Innovation and Creativity Eitan Muller, New York University, USA Subin Im, Yonsei University, Korea

Integrated Marketing Communications Don Schultz, Northwestern University, USA Gayle Kerr, Queensland University of Technology, Australia

Marketing Research Methods Tulin Erdem, New York University, USA Rik Pieters, Tilburg University, The Netherlands

Marketing Strategy John Roberts, London Business School, United Kingdom Rajendra K Srivastava, Singapore Management University, Singapore

Product and Branding Strategies Cleopatra Veloutsou, University of Glasgow, United Kingdom Francisco Guzman, University of North Texas, USA

Pricing and Price-Related Issues Gurumurthy Kalyanaram, NMIMS Business School, India Fabio Ancarani, Alma Mater Studiorum University of Bologna, Italy

Sensory Marketing Jean-Charles Chebat, HEC Montreal, Canada Michela Addis, University of Roma Tre, Italy

Relationship Marketing Dennis B. Arnett, Texas Tech University, USA Michael Wittmann, University of Southern Mississippi, USA

Retailing Jonathan Reynolds, Oxford University, United Kingdom Dirk Morschett, University of Fribourg, Switzerland

2015 AMS World Marketing Congress—Track Chairs

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Selling and Sales Management Othman Boujena, NEOMA Business School, France Michael Ahearne, University of Houston, USA

Services Marketing Jikyeong Kang, Asian Institute of Management, Philippines Calvin Wong, The Hong Kong Polytechnic University, China

Advertising Communication Nancy Spears, University of North Texas, USA Shintaro Okazaki, Universidad Autónoma de Madrid, Spain

Tourism and Hospitality Marianna Sigala, University of the Aegean, Greece Judith Mair, University of Queensland, Australia

Luxury, Fashion and Wine Marketing Alberto Mattiacci, University of Roma La Sapienza, Italy Eunju Ko, Yonsei University, Seoul, Korea

Distribution and Supply Chain Management Walfried Lassar, Florida International University, USA Dale Rogers, Arizona State University, USA

Doctoral Colloquium Chair John B. Ford, Old Dominion University, USA

Conference Local-Arrangements Chair Pierluigi Passaro, University of Bari Aldo Moro, Italy

2015 AMS World Marketing Congress—Track Chairs

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Pref ace

The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the market-place and how it functions. Further, determining new marketing theories and practi-cal methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing effi cient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory, and appro-priate research methodology.

The papers presented at the 18th Academy of Marketing Science World Marketing Congress focused on new research ideas on vibrant topics that could help academics and practitioners get new perspectives and insights for today’s marketplace chal-lenges. The range of topics was remarkable. Research track topics ranged from traditional (Marketing Strategy) to contemporary (Digital and Social Media Marketing) to focused (Luxury, Fashion, and Wine Marketing).

The wide range of track topics is refl ected in the competitive paper sessions. Again, the session titles ranged from the traditional (“Experimental Methods”) to the practical (“Consumer Behavior in Tourism and Hospitality”) to the forefront of marketing thought (“Branding in a Digital World”). All in all, there were over 250 papers presented, representing the work of nearly 600 authors.

Bari, Italy Luca Petruzzellis New York, NY Russell S. Winer

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Acknowledgments

We would like to thank all track chairs and reviewers for their tremendous work during the review process and the program creation, the presenters and the session chairs for their active participation in the conference, the AMS Co-Directors of International Programs, Barry Babin and Jay Lindquist, for their help and guidance, and all the program team members.

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Contents

Part I Advertising Communication

The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity ........................................................... 3 Silke Bambauer-Sachse and Priska Heinzle

Cross-Language Comparison of the Persuasive Effects of Typeface Shapes: A Conceptual Framework .............................. 9 Yi-Fen Liu , I-Ling Ling , and Jacob Y. H. Jou

Testing the Dual Pathway Model of Ad Persuasion Using Celebrity Endorsers ........................................................................................ 11 Tanya Drollinger , Schengchen Huang , and Michael Basil

Antecedents of Attitude Toward SMS Advertising in the UK ......................................................................................................... 13 Mehran Darabi , Peter Reeves , and Sunil Sahadev

What Really Drives Creative Choices in an Advertising Agency? ............. 15 Douglas West , George Christodoulides , and Jennifer Bonhomme

Classical Music in Advertising: Brand Supporter or Detractor? .............. 19 Christina Chung , Gladys Torres-Baumgarten , and Kathryn Woodbury Zeno

Part II Business-to-Business Marketing

Gender and Similarity: Match or Mismatch—When Is B2B Sales Performance Better? ............................................................................. 25 Ozan Peneklioglu and Ayse Banu Elmadag Bas

The Effect of Brands in B2B Purchasing Decisions ..................................... 31 Marc Kuhn and Vanessa Reit

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Factors Determining Channel Selection in the German Trades Sector: An Analysis of Power Tool Purchases ................................. 43 Benjamin Österle and Marc M. Kuhn

Value Co-creation in Project Exchange ........................................................ 53 Kamran Razmdoost and Hedley J. Smyth

Factors Influencing Trust and Commitment in Business to Business Market: A Study on the Distribution Sector of Industrial Supplies ...................................................................................... 55 Mariana Regina Silva Linhares , José Marcos Carvalho de Mesquita , Kleinia Anjos Vianna , and Patricia de Cássia Gomes Moreira

Relationship Management Amidst OEM Demands for Supplier Price Cuts: A Cross- Industry Study ........................................ 67 R. Mohan Pisharodi , John W. Henke Jr. , and Ravi Parameswaran

Part III Consumer Behavior

Conspicuous Consumption of Time: When Busyness and Lack of Leisure Time Become a Status Symbol .................................... 71 Silvia Bellezza , Neeru Paharia , and Anat Keinan

Olympic Games: Does the Host Location Matter? ...................................... 73 Anahit Armenakyan , Louise A. Heslop , Irene R. R. Lu , John Nadeau , and Norm O’Reilly

Does Decision-Making Speed Depend on Non- interactive Others? ........... 75 Atsuko Inoue and Atsunori Ariga

Compensatory Advice Giving: How Experiencing a Need for Control Makes You Advise More............................................................. 77 Alessandro M. Peluso , Andrea Bonezzi , Matteo De Angelis , and Derek D. Rucker

The Differential Influence of Advice and Opinions on Word-of-Mouth Recipients’ Behavior...................................................... 79 Matteo De Angelis , Andrea Bonezzi , Derek D. Rucker , and Alessandro M. Peluso

The Impact of Reference Group on Purchase Intention: A Case Study in Distinct Types of Shoppers ................................................ 85 Danupol Hoonsopon and Wilert Puriwat

An Exploration of Socially Responsible Music Consumption .................... 87 Todd Green , Gary Sinclair , and Julie Tinson

Product Failure: Severity and Locus of Causality Effects on Brand Evaluations ..................................................................................... 93 Sujin Song , Dan A. Sheinin , and Sukki Yoon

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Neuromarketing: The Effect of Attitudes on the Perception of External Business Communication ........................................................... 95 Kristina Kovac , Marc M. Kuhn , and Natalie de Jong

Exploring Voids and Consumer Addiction .......................................................................................................... 97 Emily Chung , Michael Beverland , and Francis Farrelly

From Ownership to Sharing, Through Barter Communities ..................... 103 Daniele Dalli and Fulvio Fortezza

Brand Addiction: A New Concept for Understanding Consumer Brand Behavior ............................................................................ 111 Mona Mrad and Charles Cui

Adding New Perspectives to the Zero-Price Effect: The Role of Non-monetary Cost Perceptions ............................................... 113 Björn A. Hüttel , Christian J. Wagner , and Jan H. Schumann

Representing Value Co-creation as a Practice of Consumption: Customers’ Perspectives and Actions ........................................................... 115 Joaquim Silva and Cláudia Simões

Cause I’ll Feel Good! The Influence of Anticipated Emotions on Consumer Pro- environmental Behavior .................................................. 117 Zeinab Rezvani and Johan Jansson

The Devil You Know: Service Failures, Self- Esteem, and Behavioral Loyalty .................................................................................. 127 Irene Consiglio and Stijn M. J. van Osselaer

Female Self-Gifts Buying Behaviour: Impulse Purchase and Product Involvement ............................................................................... 129 Laurence Kemp , Li-Wei Mai , and Kleopatra Konstantoulaki

Consumer Experiences of Marketing: Pervasive, Problematic, and in Need of a Caring Perspective ............................................................. 139 Teresa Heath and Lisa O’Malley

Between Frenzy and Collection: Towards a Characterization of Female Accumulative Buying Behavior .................................................... 141 Othman Boujena , Isabelle Ulrich , Coralie Damay , and Laetitia Chicheportiche

Complexity of Dyadic Gift-Giving Forms: A New Framework .................. 157 Ines Branco-Illodo , Teresa Heath , and Caroline Tynan

Price Framing and Choice Order Effects in Bundle Customization Decisions ................................................................................. 159 Johannes C. Bauer and Tim M. Böttger

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The Dark Side of Giving Monetary Gifts ..................................................... 161 Yaniv Shani , Shai Danziger , and Marcel Zeelenberg

Part IV Cross-Cultural Research

Anxiety About Cultural Dilution and Adoption of a Global Lifestyle ....... 165 Amro A. Maher

National Homophily in Multicultural Newcomer Networks ....................... 167 Kishore Gopalakrishna Pillai , Constantinos N. Leonidou , and Xuemei Bian

A Cross-Cultural Approach to Annual Report Through Impression Management ................................................................................ 169 Salvatore Romanazzi , Luca Petruzzellis , and Roberto Aguiari

How an Individual’s Self-Construals, Cosmopolitan and Local Orientation Affect the Impact of the Four Self-Congruity Types on Brand Attitude ...................................................... 175 Hector Gonzalez-Jimenez , Fernando Fastoso , and Kyoko Fukukawa

The Moderating Role of Language in the Relationship Between Perceived Risk, Perceived Usability, and Satisfaction Online................................................................................... 177 Juan Miguel Alcántara-Pilar , Salvador Del Barrio-García , Lucia Porcu , and Esmeralda Crespo-Almendros

The Myth of Self-Centeredness in Materialism: Reconciling Collectivism and Materialism in Asia ...................................... 183 Sandra Awanis , Bodo B. Schlegelmilch , and Charles C. Cui

Psychological Distance in Cause-Related Product Buying Decisions ......... 185 Tao Xue , Sarah Hong Xiao , and Gopalkrishnan R. Iyer

Part V Digital and Social Media Marketing

Consumer Ethical Judgement and Controversial Advertising Avoidance on Social Media ........................................................ 189 Caroline Moraes , Carlos Ferreira , Nina Michaelidou , and Michelle McGrath

Experiencing Brand on Mobile Augmented Reality .................................... 195 Shing-Wan Chang and Yuri Heikal Siregar

Assessing Social Media e-Visibility: A Framework to Compare Goods vs. Service Firms ............................................................ 197 Iris Vilnai-Yavetz , Olga Levina , and Nataliia Medzhybovska

Are Operating Systems of Smart Phones Relevant in Behavioral Intention to Use Mobile Internet? ......................................... 203 F. Javier Rondán-Cataluña , Jorge Arenas-Gaitán , Patricio E. Ramírez- Correa , and Antonio Navarro-García

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The Effect of Brand Intimacy on Consumer Responses: An Application on a Social Media Context ................................................... 209 Renato Barcelos , Danilo Dantas , Sylvain Sénécal , and Carlos Rossi

Developing and Validating the Measurement Scale of e-Marketing Orientation ....................................................................................................... 215 Yue-Yang Chen and Hui-Ling Huang

Influence of Different Types of Online Interaction on Brand Attitudes: A Cross- Cultural Analysis .......................................... 227 Agnieszka Zablocki , Bodo Schlegelmilch , and Michael Houston

The Relationship Between Viral Marketing, Purchase Intention, and Brand Visibility: Study with Brazilian Customers ............. 229 Kleinia Anjos Vianna , José Marcos Carvalho de Mesquita , Mariana Regina Silva Linhares , and Patricia de Cássia Gomes Moreira

How to Impress Social Media Friends: The Social Motivations for Sharing Viral Content .............................................................................. 243 Elsamari Botha , Michael Karam , Erinma Ogbonna , Kelly Payne , and Beate Stiehler

Corporate Brand Representations in B2B Companies’ Websites .............. 259 Cláudia Simões , Marcelo G. Perin , and Jaywant Singh

CEOs Who Tweet: Metaphors and Gendered Communication ................. 261 William H. Locander , Daniel M. Ladik , and William B. Locander

The Effects of Quality Signals Through Website Context Based on Trust in the Internet Service .......................................................... 263 Flávio Régio Brambilla and Ciro Eduardo Gusatti

Brand Contamination in Social Media: Consumers’ Negative Influence on Luxury Brand Perceptions—A Structured Abstract .................................................................................... 265 Lorena Blasco-Arcas , Jonas Holmqvist , and Alexandra Vignolles

Disagreement in Online Ratings: The Effects of Standard Deviation and Skewness of Customer Rating Distributions on Product Quality Perceptions ..................................................................... 271 Sarah Küsgen , Sören Köcher , and Stefanie Paluch

Factors Affecting Online Review Helpfulness: Review and Reviewer Components ............................................................................. 273 Sahar Karimi and Fang Wang

Social Media Mix in the University Communication Plan: A Bridge Towards Public Engagement: Structured Abstract .................... 275 Vittoria Marino and Letizia Lo Presti

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How People Evaluate a Product in an Online Environment: The Role of Uncertainty and Liking Feeling ................................................ 283 Francesca Checchinato , Isabella Procidano , and Marta Pisani

Facebook Fascination of School Children: Some Demographic Insights ..................................................................................... 289 Madhupa Bakshi

The Impact of Recommendations on the Cross-Channel Shopping Behavior .......................................................................................... 295 Carlos Flavián , Raquel Gurrea , and Carlos Orús

Impact of Firm-Created Content on User- Generated Content: Using a New Social Media Monitoring Tool to Explore Twitter ................. 303 Manuel Ceballos , Ángel García Crespo , and Nora Lado Cousté

Influence of Customer Orientation and Competitor Orientation on the Intention to Use Social Network Sites as a Communication Tool in Microenterprises ............................................ 307 Ángel Herrero-Crespo , Jesús Collado-Agudo , and Héctor San Martín-Gutiérrez

Part VI Distribution and Supply Chain Management

Does Third-Party Logistics Create a Synergy Effect on Firm Performance ...................................................................................... 315 Kenneth K. Kwong

Moving Sustainable Consumption from Hype to Reality Through the Value Chain ............................................................................... 319 Gopalkrishnan R. Iyer and Sandra Rothenberger

Modeling Antecedents in Trust–Commitment Vendor Relationships ........ 321 Janice M. Payan , Joe Hair , Göran Svensson , Svante Andersson , and Gabriel Awuah

Dealer Satisfaction in Automotive Channel Relationships: Antecedents and Consequences ..................................................................... 323 Lucrezia Maria De Cosmo and Ada Palumbo

Part VII Entrepreneurship and Small Business

What Drives Female Entrepreneurship in Japan? ...................................... 339 Ayumi Inaba and Shing-Wan Chang

What Comes After the Honeymoon: Assessing the Process of Franchisee Adjustment .......................................................... 341 Markus Blut , Christof Backhaus , David Woisetschläger , and Heiner Evanschitzky

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Networking Entrepreneurship in Non- Technology Sectors. The Case of Olive Oil ...................................................................................... 343 Antonia R. Gurrieri and Sabrina Spallini

Determinants of SMEs Growth: The Balance Between Innovation and Tradition as Key Factor for Italian Small Business Development .......................................................................... 347 Gaetano Aiello , Raffaele Donvito , Diletta Acuti , Valentina Mazzoli , and Laura Grazzini

The Context and Outcomes of Entrepreneurial Marketing as a Decision-Making Process Under Uncertainty .................... 353 Elisabete Sampaio de Sá , Minoo Farhangmehr , and José Carlos Pinho

Part VIII Health and Social Marketing

Exploring the Dual Effects of Waiting on Satisfaction with Health Service ......................................................................................... 357 Yi-Fen Liu , Jacob Y. H. Jou , and I-Ling Ling

Promoting Renewable Energy Adoption: Environmental Knowledge vs. Fear Appeals .......................................................................... 359 Patrick Hartmann , Vanessa Apaolaza , Clare D’Souza , Jose M. Barrutia , and Carmen Echebarria

Predictors of HIV/AIDS-Related Behaviours Within the Population of Kinshasa: The Impact of Socio-Demographic and Environmental Factors ............................................................................ 369 Lutete C. Ayikwa and Johan W. De Jager

Early Findings on Alcohol Consumption: A Licensed Premise Observation Study ............................................................................ 381 Nuray Buyucek and Sharyn Rundle-Thiele

Key Success Factors for Brand Orientation in Dutch Hospitals ................ 385 Gerrita van der Veen and Judith Tielen

What Are We Fighting for? The Influence of Perceptions of Risk, Values, Benefits and Enjoyment in Martial Arts Club Membership ................................................................................... 393 Foula Z. Kopanidis and Michael J. Shaw

Does Authenticity Matter in Corporate Social Responsibility Acts? ......... 399 Sarah Alhouti , Catherine M. Johnson , and Betsy Bugg Holloway

Make It More Authentic: The Drivers of Positive Ad Evaluations in Co-created Health Communications ......................................................... 401 Davide C. Orazi , Max N. Theilacker , Liliana L. Bove , and Jing Lei

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Designing Mobile Applications for Healthcare Professional Use: A Service Marketing Perspective .......................................................... 407 Athanasia Daskalopoulou , Kathy Keeling , Nikolay Mehandjiev , and Rowan Pritchard Jones

A Conceptual Model of Service Providers’ Psychological Resilience at the Workplace ........................................................................... 409 Sandy Ng

An Examination of Food Waste as a Corporate Social Responsibility of the Retail and Wholesale Sector ....................................... 411 Verena Gruber , Christina Holweg , and Christoph Teller

Segmenting Australian High School Students Utilising a Two-Step Cluster Analysis: Differential Effects Following the Game on Know Alcohol Program ......................................... 413 Timo Dietrich , Sharyn Rundle-Thiele , Lisa Schuster , Judy Drennan , Rebekah Russell-Bennett , Cheryl Leo , and Jason Connor

What is the Lived Experience of Trafficked Persons in Nigeria? ............... 415 Abi Badejo , Sharyn Rundle-Thiele , and Krzysztof Kubacki

Re-examining Value Co-creation in the Age of Interactive Service Robots ................................................................................................. 417 Willy Barnett , Adrienne Foos , Thorsten Gruber , Debbie Isobel Keeling , Kathleen Keeling , and Linda Nasr

Commercial Programs: Improving Eating and Exercising Behaviour to Reduce Weight Through Increased Self-Efficacy ................. 423 Joy Parkinson

Part IX Integrated Marketing Communication

Synergy and Integration of Multiple Media to Enhance Exposure and Impact of Out-of- Home Advertising ..................................... 427 Thérèse Roux and De la Rey van der Waldt

Assessing the Impact of Internal Marketing Orientation on an Organization’s Performance ................................................................ 429 Mujahid Mohiuddin Babu and Jikyeong Kang

The Effect of Congruence on the Attention and Sponsorship Processing: An Application of Neuromarketing by Electroencephalogram ............................................. 431 M. Alonso Dos Santos and S. Baeza

The Mediating Role of Integrated Corporate Communication on the Relationship Between Organizational Culture and Market Performance..................................................................................................... 433 Lucia Porcu , Salvador del Barrio-García , Juan Miguel Alcántara-Pilar , and Esmeralda Crespo-Almendros

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Beyond Negative Liberties: The Role of the Brand as Value Facilitator ......................................................................................... 439 Silvia Biraghi , Rossella C. Gambetti , Guendalina Graffi gna , and Don E. Schultz

Is IMC “Marketing Oriented”? ..................................................................... 441 Philip J. Kitchen

Part X Innovation and Creativity

Predictable Patterns of Prescribing Innovation ........................................... 445 Philip Stern , Malcolm Wright , Margaret Faulkner , and Roman Konopka

Customer Interaction as a Source for Innovation? Evidence from Hybrid Offerings ................................................................... 451 Mario Schaarschmidt and Gianfranco Walsh

Using fMRI Analysis to Unpack a Portion of Prospect Theory for Advertising/Marketing Understanding ..................................... 453 Vijay Viswanathan , Don Schultz , Martin Block , Anne J. Blood , Hans C. Breiter , Bobby Calder , Laura Chamberlain , Nick Lee , Sherri Livengood , Frank J. Mulhern , Kalyan Raman , Daniel B. Stern , and Fengqing (Zoe) Zhang

Don’t Pester Me! Unwanted Upgrade Innovation ....................................... 471 Yazhen Xiao and Jelena Spanjol

Part XI International Marketing

Country Reputation, Brand Reputation and Company Reputation: Their Importance in Business-to-Business Industries ................................. 475 Elena Cedrola , Loretta Battaglia , and Anna Grazia Quaranta

Marketing Capabilities and the “Salmon Run” Toward Adaptation ........ 491 Yoel Asseraf and Aviv Shoham

Is Preference for Global Brands in Emerging Markets Determined by “True” Globalness or “Mere” Foreignness? ...................... 493 Fernando Fastoso and Nina Reynolds

A Cross-Cultural Analysis of Direct vs. Indirect Comparative Advertising: The Role of Consumer Motivation and Perceived Manipulative Intent ............................................................... 495 Dan Petrovici , Christian Dianoux , John Ford , Jean-Luc Herrmann , and Jeryl Whitelock

Ethnic Minority Consumers as Brand Ambassadors: Culture, Adaptation, and Global Brand Advocacy of Chinese Migrants in Canada and France .................................................................... 497 Boris Bartikowski and Mark Cleveland

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The Inconsistency of Ethnocentric Bias in the Dual-Attitude Model ......... 499 Ting-hsiang Tseng , George Balabanis , and T. Matthew Liu

A Knowledge Perspective on the Uppsala and Born Global Internationalization Models ........................................................................... 503 Daniel Gulanowski , Llynne Plante , and Nicolas Papadopoulos

Fifty Years of Empirical Research on Country- of- Origin Effects on Consumer Behavior: A Meta-Analysis ....................................... 505 Saeed Samiee , Leonidas C. Leonidou , Bilge Aykol , Barbara Stöttinger , and Paul Christodoulides

International Performance: The Role of Inertia, Stability, and Multinational Flexibility ......................................................................... 511 Tsipora Ehrlich , Aviv Shoham , and Yoel Asseraf

Part XII Luxury, Fashion and Wine Marketing

Development and Validation of a Fashion Readiness Scale: A Preliminary Report ..................................................................................... 515 Cheng-Chieh Hsiao and Fang-Mei Liu

Terroir in a Bottle: Segmenting Consumer Choices in Generation Y ........ 517 Roberta Capitello , Lara Agnoli , Steve Charters , and Diego Begalli

How to Make Better Consumers in Luxury: The Role of Shame and Empathy ................................................................................................... 529 Cesare Amatulli , Matteo De Angelis , Alessandro M. Peluso , Isabella Soscia , Richard P. Bagozzi , and Gianluigi Guido

Customer’s Higher Willingness to Pay in Accordance with Mass Customization ............................................................................... 535 Saeedeh Rezaee Vessal , Pierre Valette-Florence , and Haithem Guizani

Part XIII Marketing Strategy

Organizational Antecedents of External Orientation: An Empirical Analysis of Customer and Competitor Orientations ........... 539 Dahan Gavriel and Shoham Aviv

Customer Acquisition and Customer Retention in a Competitive Industry............................................................................... 541 Gerasimos Lianos and Igor Sloev

Internal Marketing of Corporate Social Responsibility (CSR) Initiatives: CSR Portfolio Effects on Employee Perceptions of Corporate Hypocrisy, Attitudes, and Turnover ....................................... 553 Sabrina Scheidler , Laura Marie Schons , and Jelena Spanjol

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Part XIV Pricing and Price-Related Issues

Effects of Price Promotions on Consumers’ Reference Prices: The Role of Contextual Factors and Price Claims ....................................... 557 Silke Bambauer-Sachse and Laura Massera

Consumer Preferences for Bundles and Bundle Components with Odd and Even Price Endings ................................................................ 563 Bernhard Baumgartner and Anjulie Hähnchen

From Product Manufacturer to System Provider: Revenue Models for Product Service Systems ............................................................. 565 Marija Radic , Robert M. Liebtrau , and Dubravko Radic

Latitude of Quantity Acceptance: Conceptualization and Empirical Validation ............................................................................... 579 Gurumurthy Kalyanaram , Gordhan K. Saini , and Arvind Sahay

Part XV Product and Branding Strategies

Managing Customer-Based Brand Equity (CBBE) Through Brand Knowledge Management .................................................... 587 Manqoosh ur Rehman and A. Rashid Kausar

Celebrity Branding Advertising Processing: A Conceptual Model ............ 599 António Azevedo

Origin Labelling as a Differentiation Strategy for Wood Products............ 613 Vincent Chamberland , François Robichaud , and Nancy Gélinas

Virtual Brand Communities: Pathways to Brand Trust? ........................... 627 Sahar Mousavi , Stuart Roper , and Kathy Keeling

Concurrent Sponsors’ Entitativity and Purchase Intentions: An Empirical Study Within a Sporting Context .......................................... 629 Peter Dickenson and Anne Souchon

The Impact of Digital Corporate Branding on Consumer-Company Identification .......................................................... 635 Jaywant Singh and Cláudia Simões

Multiple Stakeholders’ Perspectives on Franchisee Brand Benefits .......... 637 Nabil Ghantous and Ferry Jaolis

Can We See a Difference? The Influence of Consumer Characteristics on Regular and Premium Store Brand Usage ................... 639 Foula Kopanidis , Linda Robinson , Mike Reid , and Cherrymae Uy

Product Complexity in Consumer Research: Literature Review and Implications for Future Research ............................................. 645 Lisa Monika Anna Mützel and Thomas Kilian

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My Brand? Your Brand? Or Our Brand? Integrating Front-Line Employees Post an Acquisition .................................................. 663 Keith Glanfi eld , Leslie de Chernatony , and Yannis Suvatjis

Growing Without Getting Bigger: A Structured Abstract ......................... 677 Adrian Peretz and Lars Erling Olsen

Does a Short Brand Story on the Package Affect Consumers’ Brand Responses? ........................................................................................... 683 Eeva Solja , Veronica Liljander , and Magnus Söderlund

Saving the Planet or Saving the Brand? How Brand Strength Influences Consumers’ Perceptions of Brand Sustainability ...................... 685 Patricia Rossi , Diego Costa Pinto , Marcia Herter , and Dilney Gonçalves

The Impact of Corporate Brand Transgression on Punishing Corporate Transgressor: Moderating Role of Religious Orientation ........ 687 Elif Karaosmanoglu and Didem Gamze Isiksal

A Distinct Impact of the Brand Management System on Brand Performance Across Service and Product Business Sectors ....................... 693 Mathieu Dunes

The Effect of Negative Electronic Word of Mouth on Switching Intentions: A Social Interaction Utility Approach ....................................... 699 Carla Ruiz-Mafé , Joaquin Aldas-Manzano , and Cleopatra Veloutsou

Towards an Enhanced Model for Customer Patronage: A Structured Abstract .................................................................................... 707 Irini Rigopoulou and John Kehagias

Animosity, Affinity, and Purchase Intentions Among Ethnic Consumers ........................................................................................... 713 Alia El Banna , Nicolas Papadopoulos , Steven A. Murphy , José Rojas-Méndez , and Michel Rod

Part XVI Relationship Marketing

The Linkages Between Customer Satisfaction and Four Loyalty Behaviors in the Presence of Moderators ...................... 731 Birgit Leisen Pollack

Consumers’ Willingness to Pay for Privacy Services .................................. 733 Frauke Mattison Thompson and Kirk Plangger

Achieving Relationship Termination Quality: A Conceptual Model ......... 735 Ting Yu and Christopher White

The Emotional and Professional Costs of Pleasing Customers................... 741 Hana Medler-Liraz and Dana Yagil

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Forgiveness in Buyer–Seller Relationships Gone Bad ................................. 743 Nina Stuebiger , Jasmin Baumann , Alexander Haas , and Kenneth Le Meunier-FitzHugh

Relationship Communication and Relationship Quality as Predictors of Relationship Continuity ........................................ 745 Walfried M. Lassar , Sanjit Roy , and Sathyaprakash Balaji Makam

Predicting Customer Churn in the Insurance Industry: A Data Mining Case Study ............................................................................. 747 Francesco Schena

Part XVII Retailing

Examining Reactive Customer Engagement Strategies in Online Shopping Cart Abandonment: A Regulatory Fit Perspective ................................................................................................. 755 Jessica Ogilvie , Kris Lindsey , Kristy Reynolds , and William Magnus Northington

Antecedents of Peripheral Services Cross- Buying Behavior....................... 757 Heiner Evanschitzky , Neeru Malhotra , Florian v. Wangenheim , and Katherine N. Lemon

Emotional and Behavioral Consequences of Cross-Border Shopping .......................................................................................................... 759 Liane Nagengast , Marc Linzmajer , Tim Boettger , and Thomas Rudolph

Linking Initial Beliefs, Trust, Perceived Value and Purchase Intentions in the Context of Second-Hand Goods Sold by Unknown Online Retailers ........................................................................ 761 Laura Salciuviene and Ahmad Daryanto

Modeling and Measuring Home Brands Ability to Capture Customer Loyalty to Nonfood Retailers .................................... 763 Gonzalo Moreno Warleta , María Puelles Gallo , and Mónica Díaz-Bustamante Ventisca

Part XVIII Selling and Sales Management

Industrial Lifestyles from the Perspective of B2B Sales .............................. 769 Ann-Kathrin Bossler , Kristina Kovac , Marc Kuhn , and Vanessa Reit

Sales and Marketing, and Customer Relationships: A Structured Abstract .................................................................................... 779 Kenneth Le Meunier-FitzHugh and Leslie Caroline Le Meunier-FitzHugh

Changes to Sales Force Control Systems in Times of Crisis: What Do Salespeople Feel? How Do They Respond? A Structured Abstract ........... 781 Laure Lavorata and Madeleine Besson

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